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市場調查報告書
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1661263

2025 年至 2033 年戶外廣告市場規模、佔有率、趨勢及預測（按類型、細分市場及地區）

Outdoor Advertising Market Size, Share, Trends and Forecast by Type, Segment, and Region, 2025-2033
出版日期: | 出版商: IMARC | 英文 146 Pages | 商品交期: 2-3個工作天內

價格

2024IMARC Group全球戶外廣告市場規模價值為 410 億美元。亞洲目前佔據市場主導地位，到 2024 年的市場佔有率將超過 34.5%。

戶外廣告，也稱為戶外（OOH）廣告，是指使用各種廣告媒體和格式在戶外或公共場所向廣大受眾傳達促銷訊息的做法。它涵蓋各種廣告形式，包括廣告看板、交通廣告、街道家具廣告、數位顯示器和海報。它提供高頻率的資訊曝光，從而加強品牌回憶和資訊保留。它透過在多個接觸點提供一致的品牌形象來補充其他廣告管道，例如電視（TV）、廣播和數位行銷。它廣泛用於推廣活動、音樂會、節慶和體育賽事。

行動技術與戶外廣告的融合，例如透過靠近廣告看板觸發的基於位置的行動廣告，正在增強線下和線上廣告管道之間的協同作用。除此之外，擴大使用人工智慧（AI）和機器學習（ML）演算法來分析受眾資料、最佳化廣告內容並針對不同人群和時間提供個人化訊息，有利於市場成長。此外，廣告商正在使用即時天氣資料來觸發相關的戶外廣告。此外，語音啟動技術的日益普及使消費者能夠使用語音命令參與戶外廣告並創造更具互動性和便利的體驗。

戶外廣告市場趨勢/促進因素：

數位轉型與程式化廣告

戶外廣告產業的數位轉型是市場前景看好的關鍵因素之一。此外，將數位技術和數據驅動決策融入戶外廣告活動有利於市場成長。除此之外，數位廣告看板和螢幕的廣泛應用正在徹底改變戶外廣告。這些數位顯示器提供可即時更新的動態內容，使廣告主能夠創建更具吸引力和更相關的廣告活動。此外，快速讀取（QR）碼、近場通訊（NFC）和基於位置的技術的發展正在對市場產生積極影響。此外，擴大使用程式化平台來自動化購買和投放戶外廣告空間，這也推動了市場的發展。

日益成長的環境問題

日益成長的環境問題和減少廣告業生態足跡的需求是推動市場成長的另一個主要因素。此外，廣告看板和戶外顯示器擴大採用環保材料和印刷過程，為市場帶來了積極的前景。這些材料可回收並使用永續油墨，有助於減少戶外廣告活動對環境的影響。除此之外，廣告看板朝向更節能的照明系統（如 LED 技術）的轉變正在促進市場的成長。 LED 燈消耗的能源更少，使用壽命更長，從而降低了營運成本和碳排放。

數據驅動的定位與個人化

數據驅動的定位和個人化正在改變戶外廣告格局，使廣告主能夠根據特定受眾客製化他們的訊息。此外，許多廣告商擴大使用資料分析來根據人口統計、行為和位置等因素來細分目標受眾。除此之外，戶外廣告中巨量資料分析的整合使得廣告主能夠利用龐大的資料集來改善他們的定位策略，並支援在人流量大和消費者相關性高的地區精準投放廣告。此外，數位廣告看板的普及度不斷提高，可以根據天氣狀況、一天中的時間和受眾人口統計等因素即時更改廣告內容，對市場產生了積極影響。

目錄

第 1 章：前言

第 2 章：範圍與方法

  • 研究目標
  • 利害關係人
  • 資料來源
    • 主要來源
    • 次要來源
  • 市場評估
    • 自下而上的方法
    • 自上而下的方法
  • 預測方法

第 3 章：簡介

  • 概述
  • 執行摘要
  • 主要行業趨勢

第 4 章：全球廣告市場

  • 當前和歷史市場趨勢
  • 各分部表現
  • 各地區表現
  • 關鍵參與者及其市場佔有率
  • 市場預測

第5章：全球戶外廣告市場

  • 市場概況
  • 當前和歷史市場趨勢
  • COVID-19 的影響
  • 表現：按地區
    • 亞洲
      • 中國
      • 日本
      • 印度
      • 韓國
      • 其他
    • 澳洲
      • 澳洲
      • 紐西蘭
      • 其他
    • 歐洲
      • 德國
      • 法國
      • 英國
      • 義大利
      • 西班牙
      • 俄羅斯
      • 其他
    • 拉丁美洲
      • 巴西
      • 墨西哥
      • 其他
    • 中東和非洲
      • 沙烏地阿拉伯
      • 阿拉伯聯合大公國
      • 埃及
      • 南非
      • 其他
  • 市場區隔：按類型
    • 傳統戶外廣告市場
    • 數位戶外廣告市場
  • 業績表現：分部門
    • 廣告看板廣告
    • 交通廣告
    • 街道家具廣告
    • 其他
  • 市場區隔：依行業
  • 市場預測
  • 戶外廣告定價模式
  • SWOT 分析
    • 概述
    • 優勢
    • 弱點
    • 機會
    • 威脅
  • 價值鏈分析
    • 研究
    • 內容開發
    • 廣告代理商
    • 戶外媒體（廣告看板、大眾運輸、街道家具等）
    • 觀眾
  • 波特五力分析
    • 供應商的議價能力
    • 買家的議價能力
    • 替代品的威脅
    • 競爭對手
    • 新進入者的威脅
  • 主要挑戰

第6章：全球戶外廣告市場：競爭格局

  • 市場結構
  • 主要參與者簡介
Product Code: SR112025A744

The global outdoor advertising market size was valued at USD 41.00 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 67.97 Billion by 2033, exhibiting a CAGR of 5.72% from 2025-2033. Asia currently dominates the market, holding a market share of over 34.5% in 2024. The market in the region is primarily driven by rapid urbanization, widespread smartphone penetration, and continuous advancements in digital technology.

Outdoor advertising, also known as out-of-home (OOH) advertising, refers to the practice of using various advertising media and formats to convey promotional messages to a wide audience in outdoor or public spaces. It encompasses various advertising formats, including billboards, transit ads, street furniture ads, digital displays, and posters. It offers high frequency exposure to messages, which reinforces brand recall and message retention. It complements other advertising channels, such as television (TV), radio, and digital marketing, by providing a consistent brand presence across multiple touchpoints. It is widely used for promoting events, concerts, festivals, and sporting events.

The integration of mobile technologies with outdoor advertising, such as location-based mobile ads triggered by proximity to billboards, is enhancing the synergy between offline and online advertising channels. Apart from this, the increasing use of artificial intelligence (AI) and machine learning (ML) algorithms to analyze audience data and optimize ad content and enable personalized messaging for different demographics and times of day, is favoring the market growth. In addition, advertisers are using real-time weather data to trigger relevant outdoor ads. Furthermore, the rising adoption of voice-activated technology is enabling consumers to engage with outdoor ads using voice commands and creating a more interactive and convenient experience.

Outdoor Advertising Market Trends/Drivers:

Digital transformation and programmatic advertising

The digital transformation of the outdoor advertising industry represents one of the key factors offering a favorable market outlook. Additionally, the integration of digital technology and data-driven decision-making into outdoor advertising campaigns is favoring the market growth. Apart from this, the widespread adoption of digital billboards and screens is revolutionizing outdoor advertising. These digital displays offer dynamic content that can be updated in real-time and enable advertisers to create more engaging and relevant campaigns. Furthermore, the development of quick read (QR) codes, near-field communication (NFC), and location-based technologies is influencing the market positively. Moreover, the increasing use of programmatic platforms to automate the buying and placement of outdoor ad space is driving the market.

Growing environmental concerns

The growing environmental concerns and the rising need to reduce the ecological footprint of the advertising industry is another major factor propelling the market growth. Additionally, the increasing adoption of eco-friendly materials and printing processes for billboards and outdoor displays is creating a positive market outlook. These materials are recyclable and use sustainable inks, which helps in reducing the environmental impact of outdoor advertising campaigns. Apart from this, the shift towards more energy-efficient lighting systems for billboards, such as LED technology is augmenting the market growth. LED lights consume less energy and have a longer lifespan, reducing operational costs and carbon emissions.

Data-driven targeting and personalization

Data-driven targeting and personalization are transforming the outdoor advertising landscape by allowing advertisers to tailor their messages to specific audiences. Additionally, many advertisers are increasingly using data analytics to segment their target audience based on factors like demographics, behavior, and location. Apart from this, the integration of big data analytics in outdoor advertising is allowing advertisers to tap into vast datasets to refine their targeting strategies and support precise ad placement in areas with high foot traffic and consumer relevance. Furthermore, the rising adoption of digital billboards to change ad content in real-time based on factors like weather conditions, time of day, and audience demographics is positively influencing the market.

Outdoor Advertising Industry Segmentation:

Breakup by Type:

Outdoor Advertising Market

  • Traditional Outdoor Advertising
  • Digital Outdoor Advertising

Traditional outdoor advertising encompasses conventional forms of outdoor ad displays that have been a staple in the industry for decades. This category includes static billboards, transit ads, posters, and physical street furniture ads. These ads typically rely on printed graphics and are static in nature, meaning their content remains fixed until manually replaced.

Digital advertising includes digital billboards, electronic transit displays, and interactive street furniture ads. These ads leverage digital screens and technologies to deliver dynamic and interactive content. Additionally, it provides flexibility, which enables advertisers to create highly engaging and contextually relevant campaigns. Apart from this, it aligns well with the evolving expectations of consumers for more interactive and personalized advertising experiences.

Breakup by Segment:

  • Billboard Advertising
  • Transport Advertising
  • Street Furniture Advertising
  • Others

Billboard advertising dominates the market

Billboard advertising involves large, eye-catching displays that are strategically placed along highways, major roads, and urban areas to capture the attention of a broad audience. Billboard ads are highly visible and serve as effective branding tools, conveying messages and promotions to commuters and pedestrians alike. Apart from this, they are non-intrusive, allowing consumers to engage with advertising messages at their own discretion. Furthermore, they offer a cost-effective solution as they require a one-time production cost and ongoing rental fees, which makes them a more budget-friendly choice for advertisers. Furthermore, the development of advanced tools like geolocation data and traffic patterns analysis provides advertisers with valuable insights into the reach and impact of their billboard campaigns.

Breakup by Region:

Outdoor Advertising Market

  • Asia
  • China
  • Japan
  • India
  • South Korea
  • Others
  • Australasia
  • Australia
  • New Zealand
  • Others
  • Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
  • Latin America
  • Brazil
  • Mexico
  • Others
  • Middle East and Africa
  • Saudi Arabia
  • UAE
  • Egypt
  • South Africa
  • Others

Asia exhibits a clear dominance, accounting for the largest outdoor advertising market share

The market research report has also provided a comprehensive analysis of all the major regional markets, which include Asia (China, Japan, India, South Korea, and others); Australasia (Australia, New Zealand, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa (Saudi Arabia, UAE, Egypt, South Africa, and others) According to the report, Asia accounted for the largest market share as the region is home to a vast and diverse population, comprising numerous countries with varying cultures, languages, and demographics. This diversity provides lucrative opportunities to target a wide array of consumer segments through billboards, transit ads, and street furniture advertising. Additionally, rapid urbanization, increasing population, and the reliance on public and sharing commute are strengthening the growth of the market. Apart from this, many companies in the Asia Pacific region are utilizing outdoor advertising to drive online traffic and sales. Moreover, governing authorities of various countries in the region are providing support through investments in infrastructure, transportation networks, and public spaces.

Competitive Landscape:

Outdoor advertising companies are emphasizing eco-friendly advertising solutions, such as using sustainable materials for billboards and adopting energy-efficient lighting. Apart from this, they are focusing on location scouting and research to identify high-traffic areas and key demographics for optimal ad placement. Furthermore, they are developing innovative ways to engage the audience, such as QR code integration, social media integration, and mobile apps for interactive experiences. Moreover, they are adopting new technologies like augmented reality (AR) and location-based targeting to enhance the impact of outdoor advertising. Besides this, they are forming strategic collaborations with property owners, municipalities, and transportation companies to secure prime advertising locations and ensure compliance with local regulations.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided.

Key Questions Answered in This Report

  • 1.How big is the outdoor advertising market?
  • 2.What is the future outlook of the outdoor advertising market?
  • 3.What are the key factors driving the outdoor advertising market?
  • 4.Which region accounts for the largest outdoor advertising market share?

Table of Contents

1 Preface

2 Scope and Methodology

  • 2.1 Objectives of the Study
  • 2.2 Stakeholders
  • 2.3 Data Sources
    • 2.3.1 Primary Sources
    • 2.3.2 Secondary Sources
  • 2.4 Market Estimation
    • 2.4.1 Bottom-Up Approach
    • 2.4.2 Top-Down Approach
  • 2.5 Forecasting Methodology

3 Introduction

  • 3.1 Overview
  • 3.2 Executive Summary
  • 3.3 Key Industry Trends

4 Global Advertising Market

  • 4.1 Current and Historical Market Trends
  • 4.2 Performance of Various Segments
  • 4.3 Performance of Various Regions
  • 4.4 Key Players and their Market Shares
  • 4.5 Market Forecast

5 Global Outdoor Advertising Market

  • 5.1 Market Overview
  • 5.2 Current and Historical Market Trends
  • 5.3 Impact of COVID-19
  • 5.4 Performance by Region
    • 5.4.1 Asia
      • 5.4.1.1 China
      • 5.4.1.2 Japan
      • 5.4.1.3 India
      • 5.4.1.4 South Korea
      • 5.4.1.5 Others
    • 5.4.2 Australasia
      • 5.4.2.1 Australia
      • 5.4.2.2 New Zealand
      • 5.4.2.3 Others
    • 5.4.3 Europe
      • 5.4.3.1 Germany
      • 5.4.3.2 France
      • 5.4.3.3 United Kingdom
      • 5.4.3.4 Italy
      • 5.4.3.5 Spain
      • 5.4.3.6 Russia
      • 5.4.3.7 Others
    • 5.4.4 Latin America
      • 5.4.4.1 Brazil
      • 5.4.4.2 Mexico
      • 5.4.4.3 Others
    • 5.4.5 Middle East and Africa
      • 5.4.5.1 Saudi Arabia
      • 5.4.5.2 UAE
      • 5.4.5.3 Egypt
      • 5.4.5.4 South Africa
      • 5.4.5.5 Others
  • 5.5 Market Breakup by Type
    • 5.5.1 Traditional Outdoor Advertising Market
    • 5.5.2 Digital Outdoor Advertising Market
  • 5.6 Performance by Segment
    • 5.6.1 Billboard Advertising
    • 5.6.2 Transport Advertising
    • 5.6.3 Street Furniture Advertising
    • 5.6.4 Others
  • 5.7 Market Breakup by Industry
  • 5.8 Market Forecast
  • 5.9 Outdoor Advertising Pricing Models
  • 5.10 SWOT Analysis
    • 5.10.1 Overview
    • 5.10.2 Strengths
    • 5.10.3 Weaknesses
    • 5.10.4 Opportunities
    • 5.10.5 Threats
  • 5.11 Value Chain Analysis
    • 5.11.1 Research
    • 5.11.2 Content Development
    • 5.11.3 Advertising Agencies
    • 5.11.4 Outdoor Media (Billboards, Public Transport, Street Furniture, etc.)
    • 5.11.5 Audience
  • 5.12 Porters Five Forces Analysis
    • 5.12.1 Bargaining Power of Suppliers
    • 5.12.2 Bargaining Power of Buyers
    • 5.12.3 Threat of Substitutes
    • 5.12.4 Competitive Rivalry
    • 5.12.5 Threat of New Entrants
  • 5.13 Key Challenges

6 Global Outdoor Advertising Market: Competitive Landscape

  • 6.1 Market Structure
  • 6.2 Profiles of Leading Players

List of Figures

Figure 5 1: Global: Advertising Market: Sales Value (in Billion USD), 2019-2024

Figure 5 2: Global: Advertising Market: Breakup by Segment (in %), 2024

Figure 5 3: Global: Advertising Market: Regional Breakup by Value (in Billion USD), 2019 and 2024

Figure 5 4: Global: Advertising Market: Regional Breakup (in %), 2024

Figure 5 5: Global: Advertising Market: Share of Key Players (in %), 2024

Figure 5 6: Global: Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 5 7: Global: Advertising Market Forecast: Breakup by Segments (in %), 2033

Figure 5 8: Global: Advertising Market Forecast: Regional Breakup (in %), 2033

Figure 6 1: Global: Outdoor Advertising Market: Sales Value (in Billion USD), 2019-2024

Figure 6 2: Global: Outdoor Advertising Market: Regional Breakup by Value (in %), 2024 and 2033

Figure 6 3: Global: Outdoor Advertising Market: Breakup by Region (in %), 2024

Figure 6 4: Asia: Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 5: Asia: Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 6: Australasia: Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 7: Australasia: Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 8: Europe: Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 9: Europe: Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 10: Latin America: Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 11: Latin America: Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 12: Middle East and Africa: Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 13: Middle East and Africa: Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 14: Global: Outdoor Advertising Market: Breakup by Type (in %), 2024

Figure 6 15: Global: Traditional Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 16: Global: Traditional Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 17: Global: Digital Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 18: Global: Digital Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 19: Global: Outdoor Advertising Market: Breakup by Segment (in %), 2024

Figure 6 20: Global: Billboard Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 21: Global: Billboard Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 22: Global: Transport Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 23: Global: Transport Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 24: Global: Street Furniture Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 25: Global: Street Furniture Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 26: Global: Others Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 27: Global: Others Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 28: Global: Outdoor Advertising Market: Breakup by Industry (in %), 2024

Figure 6 29: Global: Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 30: Global: Outdoor Advertising Market Forecast: Breakup by Region (in %), 2033

Figure 6 31: Global: Outdoor Advertising Market Forecast: Breakup by Segment (in %), 2033

Figure 6 32: Global: Outdoor Advertising Market: SWOT Analysis

Figure 6 33: Global: Outdoor Advertising Market: Value Chain Analysis

Figure 6 34: Global: Outdoor Advertising Market: Porter's Five Forces Analysis

List of Tables

Table 3 1: Global: Advertising Market: Performance of Various Segments, (in Billion USD), 2019-2024

Table 3 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion USD), 2025-2033